Former pro cricketer to head DVML

A former professional cricketer has been tasked with making a success of Dunedin's Forsyth Barr Stadium.

Terry Davies (53), a former deputy chief executive of the South Australian Cricket Association who at present works for the South Australian Tourism Commission, has been appointed chief executive of Dunedin Venues Management Ltd.

Mr Davies, a professional cricketer with Glamorgan County Cricket Club in Wales in the 1980s, will be the company's third chief executive. The company manages council-owned venues in Dunedin, including the stadium.

The last chief executive, Darren Burden, left in December, just a year after taking over from David Davies.

The stadium, now in its third year of operations, has failed to meet its budget each year and has had to turn to ratepayers for millions of dollars of extra funding.

It has struggled to attract headline concerts, with none, at this stage, booked for the 2014-15 year.

Since leaving the South Australian Cricket Association, Mr Davies has worked for Etihad Stadium, Melbourne, generating revenue through venue membership clubs, corporate hospitality and sponsorship.

At present, he is the event strategy manager at the South Australian Tourism Commission, reviewing its strategic plan for events, with responsibility for their commercialisation.

He was commercial manager and then deputy chief executive of the cricket association during a period when the Adelaide Oval became known as a national entertainment venue, hosting concerts by AC/DC, Pearl Jam, Fleetwood Mac and hosting the International Rugby Sevens.

A statement issued by DVML last night said Mr Davies saw it as a ''terrific challenge'' to ensure all DVML venues succeeded and wanted to ''grow the businesses significantly''.

Mr Davies was in Dunedin last weekend attending events at the stadium, it said. He is set to begin work for DVML late next month. His wife is to join him later.

Speaking from Perth last night, DVML chairman Sir John Hansen said Mr Davies was chosen from a shortlist of four. The board had sought someone with significant commercial experience.

''[Mr Davies] has got a great deal of background in all sorts of commercial activities, in attracting shows to South Australia, driving revenue and membership up enormously at the Adelaide Oval at a period when it really became successful.